Lacoste's Marketing Strategies in the US |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Reviving The Lacoste Brand
During the early 2000s, the vintage preppy look was coming back into fashion in the US. Siegel spotted an opportunity in this, as Lacoste shirts went well with the 'preppy look'. With Lemaire, he came up with a new range of Lacoste clothing that was more trendy and appealed to younger people, and also launched a new range of piqué polo shirts... Lacoste's Retail Strategy
But since he wanted to popularize the Lacoste brand as a fashion label, it was important that it was sold only at upscale department stores and specialty boutiques. Said Tamara Rosenthal (Rosenthal), director of marketing, Lacoste USA, on the significance of specialty retail stores, "They have the ability to seed the brand with influencers, because the type of people shopping in those stores are setting trends." |
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